NOTE: All session times are in Eastern Standard time zone.
View the online program!
11:00–11:30 AM
Welcome & Introduction
11:30 AM–12:30 PM
Persuasive Writing Overview
You must persuade your donors to take action on your appeal or proposal. But how? Learn the essential skills you need to determine donor interests, craft compelling messages and produce persuasive fundraising pieces that motivate your donors and prospects. The art of asking isn't anything new-just ask Aristotle (yes, that Aristotle, the philosopher). In this session, we will revisit the ancient Greeks (plus Mr. Spock), pick out the pieces to persuasion and the formulas for influencing others, and create a foundation for the writing that lies ahead.
12:45–1:15
Consider your Audience & Using Evidence
In this session, you’ll explore key strategies to apply to your persuasive writing. First: Who’s your audience? Whether writing for an audience of one or ten-thousand, you’ll explore new ways to think about the people on the receiving end of your writing and how you can meet them where they are. Second: How do I show rather than tell? Meet your audience with evidence and move beyond the trap of meaningless generalized institutional jargon.
1:30–2:00
Introduction to Writing Groups, Coaches, and Peer Review Groups
Strong fundraising pieces tell stories that are relatable, appealing and motivating. Learn the steps to ensure your writing is compelling and clear. Based upon selected case studies, you will receive a writing assignment for your chosen audience.
2:00–2:45
Active Writing Assignment Session
Writing for Annual Giving
Writing for Major Gifts
General Development Writing
3:00–3:30
Peer Review First Writing Assignment
3:30–4:00
Optional Reception
Noon–12:45 PM
Second Writing Assignment Feedback and Discussion
Review Tuesday’s writing assignment and receive feedback. Faculty will present an overview of solutions and best practices. Get feedback on your individual work and improve your writing techniques. You will continue writing exercises to fine-tune skills that will improve your final product whether it's a story, appeal letter, or proposal.
1:00–1:30
Review and Regroup
11:00–11:15 AM
Connect and Prepare for Week
11:15 AM–12:15 PM
Writing for Digital Media
It’s not just other nonprofits or institutions you’re competing with online--the copy you create is up against social posts, 40% clothing discounts, news headlines, and of course, cat memes. Learn to craft copy that cuts through the clutter and reframes your message for different channels and audience segments. Decode performance metrics and dig into how email, social, landing pages, and yes, even print can work in harmony to bring your organization’s voice above the chatter.
12:30–1:30
Crisis Communications
Managing a crisis or disaster is more common now than at any point in recent history. What does that mean for our development and advancement messages? For our writing? How do you continue telling the important story of your organizational mission and the critical needs of your institution while not being tone deaf to crises around you? What can we learn about communicating around disaster philanthropy? What information can you provide your constituents about on-going disasters? This session will give you tools to stay focused and clear when an inevitable crisis takes over the news cycle.
1:45–2:30
Writing Your Very Best Case
Just Do It. The Ultimate Driving Machine. No, it’s not education—it’s Nike, BMW. But don’t be fooled: it’s a campaign nonetheless. These are themes that articulate a big vision—one that is then supported by subsequent communication. A campaign for your institution is no different. It also needs to articulate a big vision that then all follow-up communication supports—case statements, proposals, websites, etc. How do you do that? Make your case short, powerful and compelling. And appeal to donor motivations (rather than talking about yourself). This session will map out a game plan.
2:45–4:00
Active Writing Assignment Session
Writing for Annual Giving
Writing for Major Gifts
General Development Writing
Strong fundraising pieces tell stories that are relatable, appealing and motivating. Learn the steps to ensure your writing is compelling and clear. Based upon selected case studies, you will receive a writing assignment for your chosen audience.
Noon–12:45 PM
Third Writing Assignment Feedback and Discussion
Review Tuesday’s writing assignment and receive feedback. Faculty will present an overview of solutions and best practices. Get feedback on your work and improve your writing techniques. You will continue writing exercises to fine-tune skills that will improve your final product, whether it's a story, appeal letter, or proposal.
